Appgain Customer Data Platform (CDP)

Introduction

In today’s data-driven landscape, businesses rely on tracking user interactions to optimize marketing strategies, enhance engagement, and improve customer experiences. Appgain provides a robust event-driven data model, which enables businesses to capture user behavior and personalize interactions effectively.

This guide will provide a deep dive into: - Events – How they work, their types, and practical applications. - User Attributes – Understanding customer profiles and behavioral data. - Industry-Specific Use Cases – How businesses in e-commerce, fintech, and SaaS can leverage Appgain’s data model.

By the end of this guide, marketers, developers, and data engineers will have a clear understanding of how to leverage Appgain’s event tracking system to build automated marketing workflows, customer segmentation models, and advanced analytics solutions.

1. Understanding Events in Appgain

What are Events?

An event in Appgain represents an action taken by a user on an app, website, or marketing campaign. Events are critical for tracking user behavior and enabling automation.

Each event: ✅ Has a timestamp – Records when the action happened.
✅ Is linked to a unique user (userId) – Helps track individual behaviors.
✅ Contains metadata – Stores details like transaction amount, location, or device type.

Types of Events in Appgain

System Events (Auto-Captured)

These are pre-defined and automatically recorded when a user interacts with the app or website.

Event Name	Description
`smart link open`	Triggered when a user opens a Smart Deep Link (SDL).
`smart link matching`	Logged when an app installation is detected from an SDL.
`smart link deeplink opened`	Recorded when an app is opened via an SDL.
`appInstalled`	Fired when a user installs the app.
`appUninstalled`	Indicates potential app removal.
`appOpen`	Recorded each time the app is opened.
`email received`	Logged when a user receives an email campaign.
`email opened`	Triggered when an email is opened.
`email unsubscribe`	Logged when a user unsubscribes from an email campaign.
`SMS received`	Recorded when a user receives an SMS campaign.
`appPush received`	Tracked when a push notification is received.
`appPush open`	Logged when a user clicks on a push notification.
`appPush dismiss`	Indicates a push notification was dismissed.
`appPush conversion`	Fired when a push notification leads to a purchase/conversion.
`webPush received`	Logged when a web push notification is received.
`automator trigger`	Captured when an automation journey starts.
`automator received`	Fired when an automation message is received.
`automator open`	Logged when an automation message is opened.
`automator conversion`	Indicates a conversion from an automation message.
`purchase`	Triggered when a user completes a transaction.
`landing page open`	Recorded when a user visits a landing page.

Custom Events (User-Defined)

In addition to system events, businesses can track custom events that match their unique needs.

Event Name	Example Use Case
`product_viewed`	When a user views a product page in an e-commerce store.
`add_to_cart`	When a user adds a product to the cart.
`checkout_started`	When a user starts the checkout process.
`subscription_started`	When a user signs up for a SaaS trial.
`loan_application_submitted`	When a user submits a loan application in a fintech app.

How Events Are Structured in Appgain

Each event contains: - Event Name: Unique identifier (e.g., "purchase"). - User ID (userId): Links the event to a specific user. - Timestamp: The exact time the event occurred. - Event Properties: Additional metadata describing the event.

Example: Purchase Event

{
  "event_name": "purchase",
  "userId": "user_12345",
  "timestamp": "2025-02-16T10:00:00Z",
  "properties": {
    "order_id": "order_6789",
    "amount": 150.00,
    "currency": "USD",
    "payment_method": "credit_card",
    "items": [
      {
        "product_id": "product_001",
        "product_name": "Wireless Headphones",
        "quantity": 1,
        "price": 150.00
      }
    ]
  }
}

2. Understanding User Attributes in Appgain

What Are User Attributes?

User attributes are persistent data points about a user, providing insights into their identity, preferences, and engagement history.

Why Are They Important? 🔹 Enable customer segmentation – Group users based on preferences and behaviors.
🔹 Support personalized marketing – Deliver tailored campaigns.
🔹 Enhance predictive analytics – Track customer lifetime value and retention.

User Attributes List

Attribute	Description
`userId`	Unique user identifier.
`name`	User’s full name.
`userEmail`	Registered email address.
`phone`	Phone number.
`operator`	Telecom provider.
`country`	User’s country.
`city`	User’s city.
`userAgent`	Browser or app user agent string.
`platform`	OS (iOS, Android, Web).
`os_ver`	OS version.
`appversion`	Installed app version.
`madid`	Mobile Advertising ID.
`usagecounter`	Number of times the user has used the app.
`reinstall_count`	Number of times the app was reinstalled.
`pushEnabled`	Whether push notifications are enabled.
`language`	User’s preferred language.
`ordersNum`	Total number of purchases.
`lastOrderValue`	Value of the last purchase.
`lastOrderDate`	Date of the last purchase.
`ltv`	Total revenue generated from this user.
`installationAt`	Date when the app was installed.
`lastSeenAt`	Last active timestamp.

3. Industry-Specific Use Cases

📦 E-Commerce

Challenge: Reducing cart abandonment.
Solution:
- Capture add_to_cart and cart_abandonment events. - Send automated push and email reminders to users who abandon carts. - Segment users by ordersNum to target repeat buyers differently from new users.

💳 Fintech

Challenge: Increasing loan applications.
Solution:
- Track loan_application_submitted and loan_application_completed events. - Use pushEnabled to retarget users who abandon applications. - Segment users by ltv to offer personalized loan amounts.

🛠 SaaS

Challenge: Increasing trial conversions.
Solution:
- Track subscription_started and trial_expired events. - Send reminders before trial expiration. - Use appOpen frequency to detect engaged users and offer discounts.

4. Conclusion

By leveraging Appgain’s event-driven data model, businesses can gain deep insights into user behavior, create personalized marketing experiences, and automate engagement strategies.

✅ For Marketers – Enables segmentation and automated campaigns.
✅ For Developers – Provides structured event tracking.
✅ For Data Engineers – Facilitates event-driven architectures and analytics.

Ready to start tracking events and attributes? Integrate Appgain today! 🚀